Divided by a Common Language
Marco RiminiJWT
It used to be so simple to plan advertising strategies. As a planner, you had sales data from AGB or Nielsen, tracking study data, TGI and JIC data and perhaps some good ad hoc work, such as a U&A. From this you determined, with your client and media colleagues, a marketing target, a media target and a creative target. There were problems of translation from one language to another, but nothing that could not be managed by a small team of marketing linguists.
MANY TARGETING LANGUAGES
Now there seem to be...